Extending the experience construct: an examination of online grocery shopping

Reema Singh, Magnus Söderlund

Research output: Contribution to journalArticleScientificpeer-review

8 Citations (Scopus)


This study aims to assess factors influencing customers’ online grocery shopping experiences, and it evaluates the central role of customer service and consumers’ responses to satisfying grocery shopping.
A mixed-methods approach was used; linguistic inquiry and the word count (LIWC) method captured qualitative aspects of consumers’ grocery shopping experience, whereas partial least square-structure equation modeling tested hypotheses regarding antecedents to consumers’ overall online grocery shopping experience.
The PLS-based analysis confirmed the qualitative insights, establishing the significance of customer service, which accounted for 68% variance in the overall experience and 42% variance in customer satisfaction, along with other experience antecedents such as website, product and delivery.
Research limitations/implications
Future researchers could further analyze experience as a dynamic process focusing on consumer and retailer brand-focused constructs, specifically focusing on creating a holistic understanding of customer service that establishes coherence between retailers’ marketing values and their customer service.
Practical implications
Managers should acknowledge the importance of customer service in creating a satisfying customer experience, and they should respond to consumer concerns, resulting in enhanced brand-related experience.
Responding to the call for a better understanding of customer service, this study brings out the challenges online grocery shoppers are facing in terms of customer service and empirically establishes customer service as a key driver of customer experience, thereby extending the earlier work on customer service and online customer experience.
Original languageEnglish
Peer-reviewed scientific journalEuropean Journal of Marketing
Issue number10
Pages (from-to)2419-2446
Publication statusPublished - 05.02.2020
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • customer service
  • customer satisfaction
  • brand experience
  • online grocery shopping experience


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